Ross leaves PC World behind for Filtered Media

By Phil Sim in Media News on
IDG’s PC World is on the lookout for a new editor, with Nick Ross’ long and colourful career as a technology journalist winding up next month as he becomes the latest hack to flip across into content marketing.
Ross will join Filtered Media, the content marketing firm founded by another former technology journalist Mark Jones, in four weeks time.
“It’s sad to be leaving journalism, but I’m looking forward to doing something different”, Ross told Influencing.
Because as Ross points out, technology journalism has “been my life” for the last 15 years. Ross arrived in Australia from the UK in 2005 to take on the role of editor of PC Authority, before embarking on a number of considerable challenges. These included founding his own digital magazine publishing entity, launching a tech-focused site on the ABC network, taking over the PC World editorship and having a crack at a publishing-tech start-up.
And while his new role in content marketing, is certainly another change-up, he doesn’t believe it will be all that different to the work he has been doing at PC World.
“What I’ve been doing for the past year and a half, has pretty much been content marketing, SEO optimisation with a bit of journalism mixed in,” he said.
“So really I’ll be doing much the same thing, just for private companies.”
Ross points out that his most recent job description, shows just how much the world of journalism has changed over the last decade.
“A lot of what I do now is marketing content, so as it comes on top of Google,” he said. “A huge proportion of publisher’s traffic these days comes from Google so if you’re going to write a review you’ve also got to know how to get it to the top of Google.”
Ross said he was attracted to working at Filtered, in particular, because he felt that CEO Mark Jones “gets the whole media landscape is changing weekly,” and with the gradual decline in the journalism ranks he feels that content marketing can only increase its share of the marketing pie

Not that Ross hasn’t given his best, at trying to do something positive for the publishing sector. For the past couple of years, Ross has been trying to launch a micro-payment start-up called Nanotransactions that would let readers pay tiny amounts based on factors like the amount of time they spent on a site. However, like his journalism career, Nanotransactions is being shelved for the moment.
That was result of being “badly let down” by his technical partners that had promised to build out the service, but had failed to get the product to launch.
“It was meant to be four weeks of work away from launch in March last year. By October, I was saying to them “where is it”? In the meantime, I’d been offered trials with publications in Australia like the SMH, and one large overseas player, and everyone was “sounds great, show it to us, and we’re interested”.

“But they just never delivered, so I’ve cut them loose and stopped it for now.”
Certainly Ross’s career has had its high and lows, probably more so than most. He said he was immensely proud, in the first instance, at reversing declining circulation at PC Authority, the role his journalism played in the battle against video game classification, as well as his epic NBN pieces, which were the centre of so much attention — both good and bad.
The bad, of course, were accusations that as a journalist at a public broadcaster, Ross wasn’t fulfilling his role of writing objectively about the project. That turned into a Media Watch controversy that even roped in now-Prime Minister Malcolm Turnbull. It’s an experience Ross described as “incredibly hurtful”.
“I learnt a lot about stress, anxiety and depression when Media Watched lied about that, and it was certainly the biggest low point of my career, and I don’t think I can ever forgive them,” Ross said. “However, I’m glad I was able to leave the ABC with my integrity intact.”
Ross hasn’t ruled out a return to journalism at some point down the track, but equally it’s not something he’s giving any active consideration to. He’ll remain at PC World for the next four weeks, where he’ll be focused on getting whoever takes over the position, trained up for the role.

“There aren’t too many reviewers out there with a lot of SEO experience, so the sooner we can get someone on board, the more help I can give them brushing up their skills in that area,” he said.
The position involves overseeing IDG’s two B2C mastheads, PC World and Good Gear Guide, with requirements as follows: 
  • Proven ability to review technology products.
  • An understanding of SEO and how to create content that is fundamentally justified by the Google-related traffic it brings in.
  • Ability to self-edit and publish grammatically-correct content without any other proof reading.
  • Be able to work with the commercial team, helping generate leads and building industry relationships without compromising editorial integrity.
  • Have a strong relationship with Australian technology industry and PR.
  • Ability to commission and edit third-party-written content.
  • Ability to write separate advertorial and custom content for the publisher and their clients.
  • Have moderate photography skills including editing.
  • Familiarity with Google Analytics.
  • Be able to work with a multimedia-rich Content Management System.

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Kerri Elstub (pictured, right) has moved up Nine’s ladder, becoming the network’s new digital editorial director.

Elstub landed the promotion having served almost two years as 9Honey’s network editor. For the new job, she will lead the network’s new direction for managing the digital content of 9Honey,,, and

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Anderson joins Ten Daily

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Where Anderson is coming, though, current Ten Daily lifestyle editor Kelly Baker is exiting. She is stepping down to concentrate on her publication, The Beauty Insider.

Keep updated with Anderson and Baker on LinkedIn.

Adams to helm SKY News commercial division

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SKY News’ commercial division now has Cathryn Adams as its new director.

Her role’s remit calls for overseeing the direction of commercial strategies, partnerships, and content marketing for all of SKY News’ channels.

Adams joined the network this month following her relocation from Lathlain, WA, where she was marketing director of Perth FC for the past two and a half years.

Network with Adams on LinkedIn.

Sunday Mail editorship changes hands

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The editorship of The Sunday Mail is set for a change.

The paper reported that Kelvin Healey will succeed Peter Gleeson as editor. Healey was appointed to the paper after spending two years as The Courier-Mail’s deputy editor.

Gleeson, meanwhile, is already set to go to SKY News’ Brisbane studios as news contributor. At the same time, he will still host SKY News Live’s late Sunday night show Heads Up while doing columnist work at the Courier-Mail and News Corp Australia’s Sunday papers.

Follow Healey and Gleeson on Twitter.

Nienaber prepares RTR FM exit

By Jonas Lopez in Media News on

RTR FM 92.1 breakfast presenter Caitlin Nienaber is set to sign off.

Nienaber stated that she was leaving Perth to join the ABC studios in Sydney, with her farewell broadcast covering a live show at Rhubarb Records in Leederville, on July 27, 2018. She started with the station as Morning Magazine’s assistant producer in 2009.

Station management has yet to name Nienaber’s successor.

“We are incredibly proud of Caitlin and all that she has accomplished during her career here at RTRFM, and we wish her all the very best at her exciting new role…  Her passion of local music, arts, and humans is beyond reproach. Caitlin has been a champion for the thousands of bands, artists, performers, comedians, hobbyists, listeners, and eccentrics that have swung by Breakfast over the past three and a half years. She has helped launch careers with her dedication to the local music and arts scene, helping people share their wonderful creations with the RTRFM audience,

Chappell exits AAP

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Trevor Chappell has ended his service with AAP’s Melbourne office.

Chapell was with the company since December 1993. He has amassed a reputation for extensively covering various news on finance and politics, among others.

Stay in touch with Chappell on LinkedIn.

Lane joins Ten Melbourne sports beat

By Jonas Lopez in Media News on

Brittany Lane has signed up with TEN Eyewitness News Melbourne as a sports reporter.

She came over after finishing eight months with FOX Sports Australia in Sydney.

In other news from the show, TEN management announced that Stephen Quartermain is coming back before the camera as Eyewitness News sports presenter on July 23, 2018. He previously served as anchor for five years until he was replaced two months ago by new entry Jennifer Keyte.

Tune in to Lane over Twitter @BrittanyCLane and Quartermain @quartermain10.

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